The effects of direct experience on consumer product evaluation

I.M. de Groot, G. Antonides, D. Read, W.F. Raaij

Research output: Contribution to journalArticleAcademicpeer-review

12 Citations (Scopus)

Abstract

The effects of different sales strategies on consumer product evaluation were investigated. It was expected that direct product experience could decrease economic product valuation. Experiments 1 and 2 studied the effects of product trials and money-back guarantees on consumer willingness to pay (WTP). It appeared that WTP was significantly lower after a product trial than with a money-back guarantee or normal sale. In Experiment 3 a structural equation model showed that product trials had a positive effect on attitude toward the product. Also, a negative effect on WTP was found when the effect was measured directly, but a positive effect when the effect was measured indirectly (through attitude)
Original languageEnglish
Pages (from-to)509-518
JournalJournal of Socio-Economics
Volume38
Issue number3
DOIs
Publication statusPublished - 2009

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